1-2: Indicates that the fans should be chained together with each other before connecting the last connector to the RGB controller. You then connect the SATA-cable to your PSU. Note that this is only relevant if you are using the controller. If connecting the fans to the motherboard instead, note that the SATA-cable still needs to be connected to the PSU since the power-LED is powered through this.
The right image indicate how you change the mode and colors on the controller. By pressing and holding in the button for 2 second, you can change the mode in which it lights up. By just pressing and releasing the button straight away, you change the color of the LEDs. Note that the Northern Lights mode disables any color change, as it has its own color theme.